James Sowden, CSO at TBWA/Chiat/Day NY, and Dan Reynolds, Global SVP at Hilton, discuss Hilton's brand strategy focusing on the experience of the stay over just the destination. They delve into the concept of 'staying matters' and Hilton's distinctiveness in hospitality, emphasizing tailored stays. The conversation also covers the evolution of Hilton's brand platform, highlighting the message 'It matters where you stay' and strategies to appeal to a younger audience through innovative approaches.